PVS

Product Variant Selector

Conjointly Product Variant Selector (PVS) is a comprehensive methodology for testing up to 300 product ideas that helps you identify the most appealing product variants for your brand or product category. It combines several techniques that our team have developed and refined on full-service projects for FMCG brands:

  • Choice of most appealing variant idea among a set of several variants (similar to conjoint analysis).

  • Adaptive experimental design algorithm that reduces sample size and brings clarity around top variants by zooming in on most promising ideas.

  • Ability to run TURF analysis and simulations of preference shares (if up to 50 variants are tested).

  • Diagnostic questions using a range of methods, including our unique positive-negative rating scale to help you get a de-biased view of how your customers see each product idea and compare results across cultures and countries.

  • Brand associations to help you check which brand each product idea is most closely associated with.

  • Open-ended feedback showing both positive and negative reactions to each variant.


Main outputs

Summary of preferences and diagnostics for each product idea

Summary of preferences and diagnostics for each product idea

Compare performance of different variant on several metrics:

  • Preference Score (and Rank) from choice-based questions where respondents pick the product variant that appeals to them the most.
  • Diagnostics to help you assess how respondents rate variants on either standard questions ("healthy", "natural", "premium", etc.) or your own measures.
Summary of responses for multiple choice diagnostic questions

Summary of responses for multiple choice diagnostic questions

Percentage of responders who selected each option are shown for each product idea, allowing for comparisons between product ideas.

Summary of preferences and diagnostics by topic

Summary of preferences and diagnostics by topic

If you group your product ideas into different segments, this table will summarise average scores (both preference and diagnostics) for these segments.

Correlations of relative preferences for variants among respondents

Correlations of relative preferences for variants among respondents

Do you want to know whether people who like grape flavour also like strawberry flavour? With this table, you can explore what preferences are correlated and which ones are not.

This output is only available for tests of up to 50 product variants.

Brand associations for each product idea

Brand associations for each product idea

If you are testing a generic product, you can add a list of brands. We will check which brands respondents associate a product idea with. If you are testing your own branded product, add sub-brands and brand extensions. This table will summarise what percentage of respondents associate each variant with different brands.

Passport of a product idea

Passport of a product idea

Each product idea gets its own passport that shows how well it performs on each metric and shows positive and negative reactions.

Product variants that are among top ideas and also perform well on diagnostics receive a seal of approval as Winning Variants.

TURF analysis

TURF analysis

TURF stands for Total Unduplicated Reach and Frequency. It is a technique that came into prominence during the 1950s in the space of media planning. In this report, we are only using the "reach" component of this technique.

Reach is the percentage of respondents for whom at least one of the product ideas in a particular combination is their most preferred variant. That is, it is a measure of how many respondents can be "activated" by a combination of variants.

Importantly, product ideas are tested one-by-one (not in combinations). Therefore one must be careful not to misinterpret this as ranking of preferences for combinations of products.

This output is only available for tests of up to 50 product ideas.


Complete solution for product range optimisation

SURV

Survey Tool

Fully-functional online survey tool with various question types, logic, randomisation, and reporting for unlimited number of responses and surveys.

GC
Range optimisation
Features and claims

Generic Conjoint

Feature and claim selection and measuring willingness to pay for features for a single product.

MD
Range optimisation
Features and claims

MaxDiff Analysis

MaxDiff (aka Maximum Difference Scaling or Best–Worst Scaling) is a statistical technique that creates a robust ranking of different items, such as product features.

CT
Features and claims

Claims Test

Efficiently test up to 300 product claims on customer appeal, fit with brand, and diagnostic questions of your choice.

BSC
Pricing research
Range optimisation

Brand-Specific Conjoint

Pricing, feature and claim selection in markets where product characteristics vary across brands, SKUs, or price tiers.

PVS
Range optimisation

Product Variant Selector

Identify winning product variants from up to 300 different ideas (e.g., designs, materials, bundle options) on customer appeal, fit with brand, and diagnostic questions of your choice.

BPTO
Pricing research

Brand-Price Trade-Off

Test pricing of new and existing consumer goods in a competitive context using elasticity charts, revenue, and profitability projections.

GG
Pricing research

Gabor-Granger Pricing Method

Determine price elasticity for a single product and identify revenue-maximising price level.

VW
Pricing research

Van Westendorp Price Sensitivity Meter

The Price Sensitivity Meter helps determine psychologically acceptable range of prices for a single product and approximately estimate price elasticity.

AB
Concept testing

A/B Test

Perform focussed comparisons between two items to determine which performs better.

MT
Concept testing

Monadic Test

Ask respondents to evaluate product concepts and digital assets one-by-one to get a read of their preferences and perceptions with various question types.

DAT
Concept testing

Digital Asset Test

Test the effectiveness of your digital advertisements in an online environment

IT
Concept testing

Image Test

Test the effectiveness of your images in an online environment

BNE
One-Click Market Research

Business Name Evaluator

Efficiently evaluate potential business names to identify the best one to represent your brand

IAT
One-Click Market Research

Image Ad Test

Efficiently test potential images to identify the best one for your ads

ACT
One-Click Market Research

Ad Copy Test

Efficiently test ad copy to identify the best one for your campaign

BNT
One-Click Market Research

Brand Name Test

Efficiently test potential brand names to identify the best one to represent your business

PDT
Concept testing

Product Description Test

Validate your product descriptions before release

DNLC
One-Click Market Research

Domain Name Likability Check

Efficiently test potential domain names to identify the perfect new home for your brand

PAT
One-Click Market Research

Print Ad Test

Efficiently test print ads to identify the best one for your campaign

VT
Concept testing

Video Test

Test the effectiveness of your videos in an online environment

IS
Concept testing

Idea Screener

Perform preliminary screening to find your best product ideas.

OOH
One-Click Market Research

Out-of-Home Ad Test

Efficiently test out-of-home ads to identify the best one for your campaign

PNT
One-Click Market Research

Product Name Test

Efficiently test potential product names to identify the best one to reflect your brand

BCD
One-Click Market Research

Business Card Design Test

Efficiently test potential business card designs to identify the best one for your business

LT
One-Click Market Research

Logo Test

Efficiently test potential logos to identify the best one for your ads

PT
One-Click Market Research

Package Test

Efficiently test packages to identify the best one for your product

PCT
One-Click Market Research

Product Concept Test

Efficiently test product concepts to identify the best one for your business

GDF
One-Click Market Research

Graphic Design Feedback

Efficiently test graphic designs to identify the best one for your brand

TURF
Range optimisation
Features and claims

TURF Analysis Simulator

Conduct automated TURF analysis on results of any Conjointly experiment (or an outside dataset) using this user-friendly TURF analysis tool.

DIY

DIY Experimental Design

Allowing advanced choice modellers to upload their own experimental designs and perform data collection on Conjointly.

KANO
Features and claims
Feature and Pricing Suite for SaaS

Kano Model

Ensure product-market fit and maximise your user acquisition and expansion, by differentiating software features according to your users' needs.